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Do marketers need emoji?

From the Editor: we could not pass by an interesting blog. Leah Kanarskaya allowed her to repost her article, for which many thanks to her. So:

Emoji is modern Latin, a dead language that has grown to 6 billion emoticons. Are emojis useful for marketers?

We live in a post-written age. We are a society that translates spoken language into writing through technology.

The scientist Marshal McLuhan calls communication from chat to chat tribalization – a return to the state of a tribe. In chats, we communicate in a conversational style, akin to Cro-Magnons, we pass information by word of mouth. But we do it online and remotely.

Written speech neutralizes emotions due to the lack of non-verbal contact. The modern rhythm of life does not allow to express emotions accurately and quickly, therefore emoji – smiles and stickers are becoming a necessary language for communication of members of the post-written society.

Variety of emotions

Emojis, stickers and emoticons – how to distinguish

Emoji is a standard Unicode character that is available on all platforms that support it. It is the language of ideograms and smilies used in emails and web pages.

Emoticons were introduced in version 6.0.0 of the standard in 2010 under the name “Emoticons”. This range includes emojis.

In the picture, the first column is the emoji code. The second is the smilies themselves, tied to the code

Stickers are pictures that, like emoticons, are anchored and reflect emoji.

Emoji and SMM

Even those who rarely follow the news in SMM have noticed that Facebook has long suggested replacing likes with smiles. On February 24, Facebook added five buttons to express reactions to user posts – in addition to the like, there were “super,” “ha ha,” “wow,” “sympathize,” and “outrageous.”

Even programmers find using emoji in code commenting a great solution, and Github’s Atom editor has a guide on how to use emoji.

In the social photo network Instagram, almost half of comments and captions consist of emoticons.

Vkontakte, you can use stickers instead of regular emoticons. There are several free packages available, the rest are purchased by the user.

There are a lot of free stickers in Telegram and you can create any sets on your own: a special bot is working to download the already drawn ones. You will need to enter the basic emoji, and then the corresponding sticker in PNG format. In May 2016, an application for IOS was developed: it allows you to upload absolutely any image, select a mask and save the result directly to the messenger.

In March 2016, 6 emoji responses to pull requests, bugs and comments were launched on Github: they “cover the entire range of responses that users usually express in comments”: , , , , , . Thumbs down (negative vote) has raised many objections to the use.

On habr, people consider the use of negative voting to be rational

Get Emoji – library with emoji from iOS, Android, Mac, Windows. Here you can quickly find the one you want and insert into the text, as they do in TJ.

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Why are emoji so good? Scientists say

Simo Editha Tchokni, Diarmuid Ó Séaghdha, Daniele Quercia in Emoticons and Phrases: Status Symbols in Social Media analyzed over 31 million tweets and half a million Facebook posts in 2014 and found that positive emoticons can be indicators of status in social networks

The University of Florida in their study tried to identify how the use of emoji affects the perception of negativity in business.

No emoticon:

I cannot meet with you because I have an appointment with the staff at this time. Email me and let me know what I missed.

With a smiley face:

I cannot meet with you because I have an appointment with the staff at this time. Email me and let me know what I missed .

It turned out that using a smiley reduced the negative effect of rejection and made the message less negative. Emoticons help clarify the sender’s emotional intent and mitigate cyber-aggression by lending a more “light-hearted tone” to online conversations. (Friedman & Currall, 2003).

Albert H. Huang, David S. Yen, and H. Zhang in Information and Management magazine back in 2008 found that using emoji positively affects the pleasure center, the perception of information richness, and increases the perceived value of messages.

So, emoji is:

  • Attractive visualization of emotions;
  • Friendly message for recipients;
  • Ease of perception and no language boundaries;
  • Replacing the look of a smiling face in real life;
  • More personal and friendly communication;
  • Save space by reducing the number of words on your smartphone screen;
  • Personalization of communication.

Brands and emojis: interaction examples

In 2011, Apple added emoji to the IOS keyboard: today there are 1620 of them.

The #EndangeredEmoji campaign launched by WWF offers to buy emojis depicting 17 endangered animals. Each icon costs a symbolic £ 0.10 donation or more.

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Fast food chain Taco Bell has petitioned the Unicode Consortium for the “Taco” emoticon. Their “America Wants a Taco Emoticon” campaign to collect signatures was a success, garnering nearly 33,000 followers.

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The Billboard for Deadpool won the Best Outdoor Advertising award from the Clio Key Art Awards, which recognizes marketing agencies in a variety of areas from television to video games.

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The title of the painting is encrypted in the form of a rebus

Windows 10 even built emoji support in the on-screen keyboard.

General Electric uses a specially created Emoji table: Science in emoji for a young audience of the project – EmojiScience. Emoji education – just click on an emoji to go to a video to explore people, natural phenomena, objects, landmarks and symbols.

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Startups like Swyft Media create and sell emojis. When Gwen Stefani launched her new album, Spark the Fire , Swyft created a free sticker pack and distributed it. The stickers were downloaded almost a million times and transferred between users over 7 million times, resulting in 41 million – in 10 days! Paid sticker creation costs a brand between $ 50,000 and $ 250,000, says Wray, founder of the service.

And this is how you can order Domino’s pizza:

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Just send a smiley

Emoji data in Google report

Remember when Google allowed emoji searches in May? And then they stopped showing them in snippets (John Mueller, a representative of the Google search engine, recommended not to add them at all),

Emojis returned to search results and will be reflected in search results!

Emoji data is now reflected in Search Console search analysis:

One of the service users in Germany noticed this innovation – it can be seen that his site received 50 impressions on request with a cake emoji

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Emoji in Google search results

Yandex.Direct announced the start of an experiment with emoji

On March 10, Direct began a private experiment on the use of additional special characters in advertisements.

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According to forecasts of Yandex analysts, additional special characters in advertising should work for audience engagement: “According to all forecasts, additional special characters in advertising will work great for audience engagement. A couple of recent studies on this topic, if you’re interested in statistics: one, two “.

Communication between customers and performers: do you need emojis?

Thanks to Pavel Molyanov, founder of “Overheard | Copywriting” for the opportunity to conduct a survey among colleagues from the group.

I found out if they think it’s okay to use emoji when communicating with customers:

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Additional survey comments

One conclusion suggests itself: respect your customers (or target audiences) and use emoji based on their preferences.

IOS 11 emoji update

In iOS 11, iPhone and iPad owners will receive new emojis.

Emoji featuring a vampire, cap, zebra or Christmas socks.

The list includes vampires, elves, mermaids, genies and zombies; all of them will be presented in female and male versions.

Emojis for broccoli, dumplings, sandwich, steak, pie, fortune cookies and other food icons will appear.

Check out the climbers, yogis, flying saucer emoji, canned tomatoes in their own juice, steak and brains!

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Service from Amplifer: emoji

At the beginning of the month, a deferred posting service on social networks, Amplifer launched short articles on his blog with beautiful emoji covers. In June 2017, the developers of the service released a separate product – a cover generator that anyone can use. Meet the Emozinator:

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Even the logo can be stuck

Conclusion

So, marketers need emojis because:

  • They evoke emotion and foster a closer connection with your audience;
  • Grab attention and help focus in the text;
  • Emojis save time;
  • Their use makes it easier to interact with mobile content users;
  • Allows you to customize your target audience’s social media retargeting more clearly.
  • Spread your brand image at a breakneck speed;
  • Reflected in Google search results.

The course “SMM: Promotion of Projects in Social Networks” was created for those who promote their brand in social networks. You will learn how to schedule publications, launch advertising campaigns, analyze performance and conversion rates.

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